Better-for-You Energy Drink Lucky F*ck Rebrands, Lands $8 Million New Investment, Kicks off New Campaign

By Grit Daily Staff Grit Daily Staff has been verified by Muck Rack's editorial team
Published on April 3, 2024

Lucky F*ck Energy, a better-for-you energy drink with 5 calories, 0 sugar, and 0 aftertaste, has announced its rebrand to Lucky Energy. This comes on the heels of a Seed 2 $8 million investment led by Austin-based venture firm Brand Foundry Ventures, with support from Imaginary Ventures and Sugar Capital. Imaginary Ventures participated in the brand’s first Seed round on November 23′ for $4 million. The brand has also brought on Hamid Saify as CMO, a former SVP at Liquid Death.

How’d they share this news about the rebrand? They launched a 4-part comedy short series called Search at Your Own Risk.The campaign, developed by Lucky Energy’s in-house creative team, explores the consequences of typing ‘Lucky Fuck’ into your search bar. The campaign posted the question, what’s the worst that could happen? This comedic response is aimed at the industry’s censorship practices. It features the new Lucky Energy cans displayed, which include black “duct tape” over the word F*ck and two planes hovering over the flavor icons (paying homage to founder Richard Laver who survived a plane crash at 12 years old), and the brand’s five super ingredients like maca and beta-alanine on the front of the package.

“Search at Your Own Risk” will live on and offline:

  • The 4-part video series will live on their Instagram page and its website. So far, 
  • Wild Postings will be placed around New York City, Los Angeles, and Austin. Taking notes from pop art and high fashion, the artwork includes renaissance-inspired masterpieces you’d see in Italy and fashion photography in luxury media.
  • Content Creators like @6Lair, @whitepeoplehumor, Troy Zarba, and Sammie Head, among others, will organically integrate Lucky F*ck and the campaign into their content on TikTok and Instagram to bring the concept to life.

In speaking about joining the brand, Hamid Saify stated: “I always lean into brands that have something to say, and that’s what intrigued and inspired me about this brand. We have an exciting year ahead of us—with never-before-seen or done-before ideas to hit the energy category. I am very thankful to be here and have such a stellar team and group of investors behind us.”

Andrew Mitchell, Founder of Brand Foundry Ventures, added, “Clean energy makes up less than 10% of the broader $100B+ energy drink category today. We believe that Lucky F*ck Energy drink has a clear opportunity to be a major market driver with its unique value proposition. It has attracted talent from the hottest beverage brands and is transforming how consumers experience energy drinks. BFV is thrilled to lead this investment in Lucky F*ck, the next iconic energy brand.”

Founder Richard Laver was inspired to create a cleaner, 0-sugar energy drink with fewer ingredients that, most importantly, would not compromise on taste or performance. He stated: “Coming from the natural and organics industry, I recognized the white space in energy and am validated by the market response that has led to our rapid expansion. We’re only seven months in and have assembled an All-Star team of investors who support the vision and in-house talent like Hamid, who brings a wealth of experience and perspective to the table, having built his career scaling and accelerating growth for what’s become one of the world’s leading beverage brands. He fully understands and is passionate about our mission to change how the world thinks about energy drinks through inspiration and innovation, as evidenced by Search at Your Own Risk.”

While the name has changed, the brand vows to remain true to its Lucky F*ck DNA. Guess we’ll need to stay tuned! Follow the brand @luckfckenergy on social media. 

By Grit Daily Staff Grit Daily Staff has been verified by Muck Rack's editorial team

Journalist verified by Muck Rack verified

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